Which tool refers to a computerized procedure that searches for variables within a data set relating systematically with a dependent variable?
a. decision-tree
b. post-hoc comparison
c. CART
d. automatic interaction detection
Question 2Interbrand finds the value of a brand by assessing the value of the firm and then subtracting the physical and financial assets.
a. True
b. False
Indicate whether the statement is true or false
Question 3Marketing research is restricted to the promotion aspect of the marketing mix.
Indicate whether the statement is true or false
Question 4The VP of Customer Experience at an international hotel chain is constantly looking for ways to improve customer service, whether it be at check-in, room service, concierge services, check-out, etc. This is important because customers generally evaluate companies and brands based on
a. time components.
b. search effort.
c. points of interaction.
d. value-added supplemental components.
Question 5Which tool graphically depicts what-if analyses illustrating the chances of some event occurring?
a. decision-tree
b. probability matrix
c. functional analysis
d. comparison branching
Question 6If brands are assets, monetary figures can be attached to their worth.
a. True
b. False
Indicate whether the statement is true or false
Question 7A marketing researcher must be objective in order to provide accurate information.
Indicate whether the statement is true or false
Question 8__________ factors are actions that go above and beyond customer expectations.
a. Motivating
b. Hygiene
c. Extra
d. Bonus
Question 9The combination of individual or group means representing a planned comparison is called a ____.
a. difference
b. differential
c. contrast
d. divergence
Question 10Marketers want to measure the worth of a brand so they can assess a keep/sell scenario with the brand.
a. True
b. False
Indicate whether the statement is true or false
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